Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Grey Ljubljana won its first Cannes Lions last year, and was proclaimed the best agency of BalCannes where it also won the special prize from the jury of journalists. With the impressions now settled in, and referring to The Bedtime Storytellers project, Petra Krulc, executive creative director at Grey Ljubljana, spoke with organizers of BalCannes about the project’s success and the process of creation. Read on to see how Petra sees this great campaign today!
How we came up with the idea …
The main promise of the Slovenian brand A1 is to connect people, places and things with solutions that enrich people’s lives and they have a strong legacy of promoting intergenerational co-operation. Since older people in Slovenia are the fastest growing demographic group (one fifth of the population is 65 or older), they face many issues that pose a serious challenge to their quality of life. Our goal was to create a long-term digital platform that will enhance their general wellbeing, that is, a project that will improve the relationship between the elderly and the households (families with children) by creating a deep link between them with relevant and significant content.
Our guiding thought was…
The elderly living in retirement homes are faced with loneliness and isolation that dramatically affect their quality of life. Since close intergenerational relationships between active and involved adults have consistently shown reduced probability of depression, better physical health, improved cognitive abilities and a higher level of life satisfaction, A1 Slovenia has created a long-term intergenerational national program that allows older people to become the exclusive bedtime storytellers.
During the realization the biggest challenge we faced was …
Creating an effective digital platform that offers exclusive audio content to parents with small children. Effectiveness of this project was very important to us. We knew that we primarily need to think about mobile devices to streamline the audio experience of all fairy tale listeners, so using SoundCloud as a platform was crucial. All fairy tales are first transferred to SoundCloud, then embedded into the Bedtime Storytellers website and distributed through other social networking channels, thus entertaining the youngest Slovenian audiences.
The project achieves consistent support through the A1 Slovenia’s channels on social networks, but our main goal is to continually reach out to parents with young children and spread reach through their engagement. Another, very important challenge was the creation of consistent audio content, which would frequently stir up interest among potential listeners. In this context, partnerships with famous authors and illustrators of fairytales that create the exclusive content for this project play an important role.
The greatest contribution of this campaign is…
I think the greatest success of this project is its longevity. The fact that this program has been living for more than a year and a half now is simply incredible. Until now, this unique audio content created by retirees reached 37% of Slovene families with children and our website was visited by 230,000 parents in Slovenia, of which 22% regularly return to the platform. The Bedtime Storytellers are broadcast live on national radio and social media channels, creating 1,200,000 organic impressions on social networks alone, which goes far beyond the number of users of social networks in our country.
And it is special because…
What’s special about this project (apart from many other facts) is that many well-known Slovenian authors and illustrators (who create exclusive content for this project) played a major role in promoting the program. Their dedication enabled it to reach great Facebook reading group ‘Radi beremo’, which automatically accepted the new content and transmitted it to a wide range of new listeners. ‘The Bedtime Storytellers‘ also had a guest appearance in a famous children’s show on national radio. It was broadcast live – on Facebook, resulting in 170,000 views and turning the retired Slovenes into the stars of social media.
When it comes to our project, we are most proud of…
The elderly people in retirement homes. They are the real stars of our project. :)
If we were to go from scratch again …
Most likely we would do everything the same, only we would probably make it into a regional or a global program from the very beginning. You never know what the future will bring.
Apart from lions from BalCannes, we also picked up…
The project won many awards: SOF (Grand prix, gold, silver); Silver and Bronze Cannes Lions (+ 5 shortlists in 2017. and 2018.); 2 BalCannes Lions in 2017; Golden Drum 2017. (Grand Prix, Golden Drum, Silver Drum, as well as the Golden Drum and Silver Drum Adriatic); SoMoritanac, SoMo Content, SoMo Digital mix; EEA Award, and many others. All the awards are precious, but the most precious thing is the fact that we’ve managed to create a long-lasting program that connects retirees and the youngest generations through something so simple – audio content.
You can check out other projects of Grey Ljubljana and learn more at: www.balcannes.com/agency/grey-ljubljana/